I think one of the most difficult things for true social marketing professionals is to implement a successful social strategy and plan at their company. As I engage and converse with a number of social professionals I hear frustration from them. There is a significant delta between what they want to accomplish to be innovative and what their company is comfortable doing. Social professionals often look to do something different however their companies often look for proven social marketing and validation by asking, “who has done it.” If someone has already done “it” in social media marketing, “it” is not likely to capture a big audience and get a strong response.

So what do you do?

This week I read a great article from Bruce Turkel “Being Relevant, Empowering, and Significant.” The article reminded me of my career experiences. At times I was frustrated by doing what the company was comfortable with compared to doing what I knew would drive success. I would consider myself someone that has always pushed the envelope and years of experience have taught me how to be an innovator even in the eyes of innovation paranoia and business as usual mentality.

If you have read my blog before, you are likely to know that I am not a follow the pack guy. I call it like it is even if it bucks the masses or is short on corporate political correctness. This is my own branded persona in the digital marketing world. Yes, like the views of Bruce Turkel, I look to be relevant, empowering, and significant in my own social space. But truth is it takes a delicate approach when working with companies (both full time and consulting). As a thought leader you need to be bold and provocative. When working with companies that need to change you need to be bold, but less provocative. You need to get people to buy in and be comfortable.

“Getting Social to Work at Your Company” is really an exercise of successful change management. It is very difficult for any company to change the way they do things, and yet the audience behavior and technology demand companies do so.

I have two change management philosophies that have worked well for me in the 12 years of my marketing leadership career …

The rubber band approach – Everyone can be stretched beyond their comfort zone a bit, but when you push too hard they get to their snapping zone to the point where they do not trust you at all. This is the exact scenario with a rubber band. They all have elasticity, but when expanded too far, they snap. I do believe that as a person responsible for driving a new endeavor must take their stakeholders to some uncharted territory. And this means taking people to an uncomfortable place. Do so gently and not with a sharp push. A slow stretch and not too abrasive to cause a snap.

Positive viruses – virus are caused by passing a condition from one person to another. When you want to drive positive change, you need to first find the person or people that will likely go where no man or woman has gone before. The special person who really wants to change for good. Work with them. Make them the hero. Let them take the front of the stage and get the adulation. Be content being the director behind the seen. Once the effort is successful, shine a beaming light on them. Rally their success. Most people want to follow success. It is human nature. If you really want to drive positive change, allow others to shine and be content knowing you are the behind the scenes person that really throttled success. This is how you cause positive viruses … by planting a seed in one place, nurturing that seed and then letting the desire of continued success blossom and spread.

As we look to win over customers through long-term social commitment and strengthening relationships, we must do the same in the organization we work for and with. Build relationships and build trust. This is how social media success needs to be carried out. Not by a fantasy of revolutionary change. The same mentality must be invoked at changing your organization, company, and/or client. Hit singles and bring runners around to score. Don’t count on home rums. Yes, they come … be joyous when they do happen. But most likely, you will score by hitting a number of small hits in a continuous string.